New York: The Pierpont Morgan Library, 1958. Hardcover. Small 4to. Gilt-stamped red cloth spine over grey paper-covered boards, in matching slipcase. No jacket as issued. Faint wear to spine ends ends and slipcase edges. Light toning to endpapers. Edition of 550 unnumbered copies, of which only 150 were offered for sale to the public. Near fine overall. Near fine. Item #22929
Correspondence beween Moore and David Wallace of the Ford Motor Company, soliciting the poet's assistance in naming a new model of automobile. Originally published in The New Yorker, Wallace's letters were sent on behalf of and signed by another Ford executive, Robert F. Young, as the project was initiated by a conversation between Moore and Young's wife (whose name is not recorded).
Moore's suggestions included the FORD SILVER SWORD, the INTELLIGENT WHALE, the MONGOOSE CIVIQUE, the UTOPIAN TURTLETOP, and the PASTELOGRAM. The Ford Motor Company marketing department, in possession of a tolerance for whimsy that went only so far and no further, chose to go with the EDSEL, and was rewarded for its smallness of vision with a spectacular marketing failure still remembered for its faults to this day.
Illustrated with a wood engraving by Leonard Baskin.